Haha. It cannot be explained. It’s like James Cameron’s decision to use PAPYRUS in Avatar.

With apologies to the ingenious author of the linked blog post…

Dear Mr. Cohan,

A letter such as this can hardly do justice to the overwhelming gratitude I’m hoping to express herein. Your team’s new logo has finally legitimized my work in a way I’ve only ever dreamed of.

Goodness knows I’ve worked hard the past 26 years to make a name for myself. And it’s felt great coming to the aid of cheap jewelry store owners, suburban party planners, and young couples looking to save money by making their own wedding invitations. But only now, by appearing in your new logo, have I been given mainstream, high-level recognition as a serious typeface.

Kudos to you for not spending a single cent of your massive budget on an expensive, cool typeface for the logo, and opting to put me to the task instead.

Yours in friendship and wanton servitude,
Copperplate